DM and a magic carpet
JØRGEN ANDREASSENreports from Istanbul, Turkey, where
direct and interactive marketing are flying into the future.
It is hard to
grown by an exceptional rate of think a sales promotion us to think the Turkish would
25 per cent! And it continues to campaign would not differ much experience the same growth in
describe the
grow. TDMA members from one country to another. In direct and interactive marketing
themselves (mostly agencies theory, no, but in practice . . . we are expecting in the next two
warm and
and their clients) represent, as absolutely, yes! years: at least 12 per cent.
welcoming
per the end of last September, Last, but not least, please do
more than $400 million in Few competitors me a favour: encourage any
atmosphere that
marketing expenditure (for a It is hard to describe the warm client you have to use/shift to
copy of the study, please send and welcoming atmosphere that direct and interactive marketing
exists at a
an email to: win@fedma.org exists at a Turkish event –it channels.
–I would be happy to send you really has to be experienced. So, That is where the best
Turkish event a copy). if you are keen to take part in an response can be enjoyed!
–it really has to
enormous growth path, Good hunting!
Data protection developing the market alongside
be experienced.
I should say a few words about few competitors, you should
legislation. There is presently a definitely consider including
simple data protection Turkey in your marketing plan.
legislation in place. However, the As we are talking about
Jørgen Nygaard Andreassen is
marketing and membership
TDMA is to start a dialogue with growth it should be mentioned
manager, FEDMA
the Turkish Government this that Turkey had the same
(Federation of European Direct
year for more comprehensive recession as the rest of Europe and Interactive Marketing.)
legislation. The same concept of from 1999-2001. This could lead
Email: jandreassen@fedma.org
opt-out applies within the
current simple rules, but it has
to be pointed out that Turkey is
unique when it comes to direct
marketing –it is a highly diverse
country, but the one thing which
is really exceptional is its events
and sales promotion campaigns.
Most of the FMCG companies
are using this communication
channel to get people
interested in their
new and/or
existing
products. It is
also worth
pointing out
that this is a
really great
channel for
data collection.
You might
www.dmi-news.com January/February 2009 27
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